Chinese handset maker Xiaomi may have retained the top spot in the Indian smartphone market for the eighth consecutive quarter ended in June. But an underthe-radar Chinese company – BBK Electronics, which is the holding company behind Vivo, Oppo, Realme and OnePlus – is close on Xiaomi’s heels.
Data from Counterpoint Research shows that BBK Group captured the top spot in the Indian smartphone market for the first time ever in the June quarter with 30% share on a combined basis, while Xiaomi holds a 28% share standalone. Further, data from Counterpoint shows BBK has been steadily growing its combined share in the Indian market from 24% in June 2018 to 27% in March 2019 and further to 30% in June 2019.
Founded by businessman Duan Yongping, the lesser known BBK is a Chinese electronics manufacturer that makes televisions, headphones, blue-ray players, smartphones, and others. Oppo, Vivo, Realme and OnePlus are all subsidiaries of BBK
“Vivo, Oppo, and Realme have all been adopting a 360-degree marketing approach in India in addition to expanding their online channel,” Counterpoint research analyst Anshika Jain told TOI.
Aided by aggressive expansion in online channel and promotions during IPL and World Cup, Oppo shipments grew 53% sequentially. According to Counterpoint Research, Realme became the fastest brand to reach 8 million smartphone shipments in India within a year of its debut. Xiaomi’s market share fell marginally this quarter to 28% from 29% in the previous quarter. Its shipments, however, grew 6% year-on-year, driven by products expansion and an aggressive offline push in the budget segment.
Given the number of strong contenders in the market, it’s hard to imagine any brand having more than 30% share,” Faisal Kawoosa, founder of telecom and tech consulting firm techARC, said.
While it may not be entirely right to compare BBK with a standalone brand, he added. Overall, smartphone shipments in India reached 37 million units in June, growing in single-digits year-on-year, driven by new launches, price cuts on older devices, and channel expansion across brands. ―Times of India